SBD/June 7, 2012/Marketing and Sponsorship

Marketplace Roundup

Lululemon is valued at US$3.17B, and said to be Canada's "fastest-growing brand"
Vancouver-based athletic apparel company Lululemon was named Canada's fastest-growing brand, according an Interbrand study released yesterday. The company's brand value has increased to US$3.17B. It "moved up to the seventh spot for 2012 from 17th spot in 2010" (CP, 6/7). The GLOBE & MAIL's Susan Krashinsky wrote Lululemon's ranking on the study "provides an interesting snapshot of a Canadian brand giant still on the upswing, with plenty of ground to be made in international markets as well." In the "past two years, Lululemon overtook such Canadian stalwarts as Bombardier Inc. and Canadian Tire Corp." (GLOBE & MAIL, 6/6).

SUBWAY SERIES: Dunkin' Donuts yesterday announced that Mets manager Terry Collins and Yankees manager Joe Girardi will be featured in a two-month campaign throughout the N.Y. metro area to promote the QSR's caramel, mocha and new mocha almond iced coffee flavors. The campaign, titled "Fuels Any Series," focuses on the two MLB teams' rivalry. It will include radio and TV spots, and both managers' likenesses will be displayed at N.Y.-area store locations (Dunkin' Donuts).

NOT SO FAST: The London DAILY MAIL reported England national soccer team manager Roy Hodgson "ordered five of his Euro 2012 squad to cancel sponsor appearances on Monday as he looks to keep his players fresh ahead of their trip to Poland this week." The five players were all scheduled "on behalf of Nike." Hodgson was concerned that "the players' time off after the win over Norway the week before was used to fulfil sponsor pledges rather than to rest, and he was keen to see that the same did not happen again" (London DAILY MAIL, 6/5).

THREE STRIPES: In Michigan, Shandra Martinez noted adidas is suing outdoor and lifestyle brand Wolverine for "trademark infringement," contending that the "stripes on Merrell's new barefoot Glove shoes look too much like Adidas' famous three-stripe mark." adidas claims that Wolverine is "illegally using its 'famous and distinctive' three-stripe mark on several brands." adidas accuses the company "of putting stripes on Wolverine brands CAT Footwear, Hush Puppies and Merrell that are 'confusingly similar imitations' to the design of its sneakers" (MLIVE.com, 6/3).
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